Home » EUROPE » Greece Joins Japan, Germany, Latvia, Poland, And Malta In Surging Tourism Growth In The First Eight Months Of 2025 As Travel Confidence Reaches A New Peak: New Report You Need To Know
Published on
October 23, 2025
Greece joins Japan, Germany, Latvia, Poland, Malta, and several other nations in recording skyrocketing tourism growth in the first eight months of 2025, driven by surging international arrivals, strong air connectivity, and rising visitor spending. The Mediterranean nation welcomed nearly 25 million tourists between January and August, marking a 4.1% rise from last year, while its travel receipts soared 12% to €16.7 billion. This remarkable performance mirrors a broader global tourism revival — from Japan’s 18% rise in arrivals to Malta’s 12.7% spike in overnight stays — as both Europe and Asia experience a powerful rebound in post-pandemic travel demand.
The first eight months of 2025 have set a new benchmark for global travel, as countries across Europe and Asia report record-breaking tourism numbers. Greece, one of the world’s most beloved travel destinations, has emerged as a leading player in this rebound, joining Japan, Germany, Latvia, Poland, Malta, and several others in witnessing a sharp increase in international arrivals and travel revenue.
According to report, nearly 25 million tourists visited the country between January and August 2025 — marking a 4.1% increase compared to the same period in 2024. This growth cements Greece’s position as one of Europe’s top-performing destinations this year, buoyed by strong arrivals from both EU and non-EU markets, robust air connectivity, and higher visitor spending.
Tourism Surges in Greece: A Snapshot of Success
Greece’s tourism momentum remains one of the most inspiring comeback stories in post-pandemic Europe. The figures underline how the country’s strategic tourism investments, cultural branding, and airline expansions are paying off.
Key Highlights from January–August 2025:
- Total tourists: 24.9 million (up 4.1% year-on-year)
- Air arrivals: +4.2%
- Land border arrivals: +4.8%
- EU visitors: 15.2 million (+0.2%)
- Non-EU visitors: 10.6 million (+10.4%)
- Tourism receipts: €16.7 billion (+12%)
Greece’s rise in tourism income reflects not just higher visitor volume but also a significant uptick in average spending per traveler. Travel receipts from EU residents rose 9.4%, while income from non-EU travelers increased by nearly 15%, highlighting strong demand from long-haul markets like the U.S., the Middle East, and Asia.
Revenue Breakdown:
The country’s diversified tourism offering — from iconic islands like Santorini and Crete to cultural hotspots such as Athens and Thessaloniki — continues to attract high-value visitors seeking a mix of authentic heritage, sustainable experiences, and Mediterranean charm.
Asia-Pacific Powers Ahead: Japan’s Remarkable Growth
While Europe celebrates its tourism rebound, Asia too is seeing strong performance — especially in Japan.
Japan recorded 24.9 million international arrivals in the first seven months of 2025, reflecting an impressive 18.4% year-on-year growth compared to 2024. The recovery is largely fueled by the return of Australian, South Korean, and Southeast Asian travelers, alongside surging numbers from Europe and the United States.
Japan’s tourism success is driven by:
- The country’s weakened yen, making travel more affordable for international visitors.
- A surge in airline capacity connecting Tokyo, Osaka, and regional cities with major global hubs.
- Renewed enthusiasm for cultural tourism, with Kyoto, Hokkaido, and Okinawa seeing record footfall.
The steady increase aligns Japan closely with Greece in terms of international arrivals volume, underscoring the global appetite for cultural, experience-rich destinations in 2025.
Vietnam’s Tourism on a Steady Upward Curve
Vietnam continues to be one of Asia’s fastest-growing travel markets, welcoming 13.9 million international visitors through August 2025, a 21.7% increase compared to the same period in 2024.
This growth is underpinned by strong policy reforms, including easier e-visa access, digital tourism campaigns, and increasing connectivity through flagship airlines such as Vietnam Airlines and Bamboo Airways.
Vietnam’s post-pandemic tourism strategy is centered on:
- Diversification beyond beaches — highlighting culture, cuisine, and eco-tourism.
- Expanding partnerships with the EU and ASEAN countries to attract sustainable, high-value travelers.
- Heavy promotion of destinations like Hanoi, Da Nang, and Phu Quoc for international markets.
Europe’s Rising Stars: Malta, Latvia, Finland, and Poland
While Greece remains a Mediterranean powerhouse, smaller European nations are also reaping the benefits of a strong travel rebound.
Malta
Malta’s performance in 2025 has been nothing short of spectacular. The island nation recorded a 12.7% increase in overnight stays during the first six months of 2025 — the highest growth among EU countries in that period.
The surge is attributed to:
- Expanding air connectivity through Air Malta and European low-cost carriers.
- Growth in cultural and digital-nomad tourism.
- Increased interest from luxury travelers seeking boutique island experiences.
Latvia
Latvia registered an 8.6% rise in overnight stays, while foreign visitor nights surged 12.8% year-on-year.
This performance highlights a growing preference for Northern and Baltic destinations known for affordability, wellness, and sustainable travel options.
Riga and Jurmala have emerged as leading draws, with renewed interest from travelers from Germany, the UK, and Scandinavia.
Finland
Finland saw 12.3% growth in overnight stays by foreign visitors in H1 2025 compared with H1 2024.
Factors behind this success include:
- Strong demand for winter experiences, Arctic adventures, and the Northern Lights.
- An emphasis on eco-conscious tourism, with Finland promoting itself as a carbon-neutral destination.
- Consistent inbound traffic from Germany, Japan, and the UK.
Poland
Poland ranked among Europe’s top three tourism gainers, with an 8.5% rise in overnight stays during the first six months of 2025.
The country’s tourism board reported solid domestic tourism performance, coupled with an increase in arrivals from neighboring countries such as Czech Republic, Germany, and Slovakia.
Cities like Warsaw, Krakow, and Gdansk continue to attract city-break travelers, while the Tatra Mountains and Masurian Lake District have gained traction for nature-based tourism.
The Netherlands: Strong Domestic and International Momentum
The Netherlands has maintained its growth trajectory in 2025, recording approximately 13.03 million hotel stays between January and July.
A projected 4% annual increase in overnight stays confirms a stable recovery path for the Dutch tourism and hospitality sector.
Key drivers include:
- Strong domestic consumption, with Dutch households enjoying improved disposable income.
- Rising international demand, particularly from Germany, the UK, and the U.S.
- A shift toward higher-value travel, where visitors are willing to spend more on premium stays and local experiences.
Despite looming economic headwinds such as a planned VAT increase in 2026, the outlook for Dutch tourism remains positive, with 2025 shaping up as a “good year for hospitality.”
Germany: A Modest Yet Steady Performance
Germany’s tourism industry has seen modest growth, registering a 0.2% increase in overnight stays during the first half of 2025 compared to the same period in 2024.
While the rise appears small, it comes amid global economic uncertainty and a slower domestic recovery pace.
The country’s extensive tourism infrastructure, world-class events, and business travel sector continue to anchor its resilience.
Berlin, Munich, and Hamburg remain among the most visited cities, bolstered by:
- Continued demand for cultural and culinary tourism.
- Major trade fairs and MICE events.
- Strong inflows from neighboring European markets.
Comparative Overview: Tourism Growth by Country (2025)
What’s Fueling the Global Tourism Revival
The resurgence of global travel in 2025 is a combination of several converging trends:
- Eased travel restrictions and visa reforms in countries like Vietnam, Kenya, and the UAE.
- Increased air connectivity, with more long-haul routes reinstated between Europe, Asia, and North America.
- Economic recovery boosting household spending power and leisure travel budgets.
- Technology and digitalization, making trip planning, payments, and experiences more seamless.
- Shift toward experiential and sustainable tourism, attracting travelers seeking authenticity and eco-conscious stays.
From Athens to Tokyo, from Valletta to Riga, and from Warsaw to Hanoi, 2025 is proving to be a defining year for global tourism recovery.
Countries like Greece, Japan, Malta, Finland, and Vietnam are not just reclaiming their pre-pandemic strength — they are surpassing it, driven by innovation, sustainability, and evolving traveler expectations.
For Greece, the growth underscores its stature as a cornerstone of European tourism, backed by strong revenues and international confidence. Meanwhile, emerging destinations in Northern and Eastern Europe are diversifying the continent’s tourism map, while Asia continues to power the world’s long-haul travel recovery.
Greece joins Japan, Germany, Latvia, Poland, Malta, and more in skyrocketing tourism growth during the first eight months of 2025, thanks to soaring international arrivals, stronger air links, and a sharp rise in visitor spending that continues to fuel global travel recovery.
As 2025 enters its final quarter, one thing is clear — the global travel industry has regained its rhythm, setting the stage for another vibrant year ahead.
